Campaign India Team
Feb 15, 2017

MTV takes on homophobes, says '#LoveCantBeChee'

Watch the film conceptualised in-house here

On the occasion of Valentine's Day, MTV India has rolled out a film targetted at homophobes as it tries to push home its message, 'love can't be disgusting'.
 
The film shows people in public spaces indulging in questionable things that include a man picking his nose, another man smelling his armpit sweat, a pani-puri vendor cleaning his ear and scratching his chest while serving people, a man burping in a crowded elevator,  while another is scratching his backside in a hospital room, but the sight of two male lovers holding hands causes an uproar which leads the couple from being thrown out of a restaurant.
 
It ends with a message while those habits are ignored, the same people label two men holding hands as 'chee' (dirty). The voice over asks 'How can love be a disgusting thing? Love should be loved'. 
 
Also read:
 

 

Source:
Campaign India

Related Articles

Just Published

Premium
Keith Weed joins WPP's board
Premium
17 hours ago

Keith Weed joins WPP's board

He had retired from Unilever earlier this year

Premium
Nikhil Rungta joins Verizon Media as country manager
Premium
17 hours ago

Nikhil Rungta joins Verizon Media as country manager

Will be based in Bengaluru and will lead Verizon's brands which include Yahoo News, HuffPost and Yahoo Mail

Premium
Leo Burnett gets Mayuresh Dubhashi and Sonal Chhajerh as ECDs
Premium
18 hours ago

Leo Burnett gets Mayuresh Dubhashi and Sonal ...

Dubhashi moves from Grey while Chhajerh was previously with Publicis Singapore

Premium
Sunil Kataria elected as chairman for ISA again
Premium
20 hours ago

Sunil Kataria elected as chairman for ISA again

He has led the body for the last three years